For Eyes’ Email Explains the Advantages of Eyewear Benefits
The whole process of buying eyewear doesn’t have to be very expensive, as this email briefly explains.
Mailer Name: For Eyes Optical
Date Emailed: November 25, 2016
While carrying major eyewear brands, the company here focuses on a challenge facing many customers: cost. Even on Black Friday, the day this campaign was deployed, it answers pricing objections that get the prospect to think about their eyesight.
The email’s subject line puts it simply: “Use your FSA Funds and Eye Exam on us.” The copy at the top of the HTML starts with a simple question in the headline: “Did you know?”
It then goes into more detail: “You can use your flexible spending account (FSA) to purchase eyewear …”
FSAs are employer-offered tax-advantaged accounts that can be used for medical expenses. But unlike health savings accounts, there’s a big catch: a deadline. In most cases, money has to be spent by the end of the current year.
So, an effort like this is dropping at a good time, about five weeks before December 31. To get more information, the customer can click on the call-to-action button at center.
And, the email uses a “coupon” to showcase an incentive that’s hard to miss: a free eye exam. Actually, the cost is only free with a frame package purchase. But with the customers’ need to use or lose their FSA funds, that’s a distinction that will likely be meaningless to most. Even better, it can be combined with other store offers.
Remind customers of benefits they may be eligible for, but have overlooked.